30 min
Filson head of strategy Neil Morgan on evolving the 127-year-old American heritage brand The Glossy Podcast
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- Business
In 2016, Neil Morgan discovered outdoor apparel brand Filson through a pop-up store in New York City and the fashion blog A Continuous Lean. Morgan was instantly drawn to the brand's heritage and quality, and that same year, he joined the Filson team as a part-time sales associate in Seattle. He then worked his way up into a full-time role, working in project management, operational and marketing roles. Morgan became president of the brand in 2022 before transitioning to COO and now head of strategy.
Under Morgan's leadership, Filson has recently earned buzz through appearances in series like the Western drama "Yellowstone." Now, Filson is moving into womenswear and considering expanding the brand experience to hotels and cafés. Its partnership with distribution company WP Lavori has also allowed Filson to make inroads in Europe. It has 11 stores in North America, with an 80-20 DTC-to-wholesale split. It's stocked at retailers including Huckberry.
On the latest Glossy Podcast, Morgan delves into Filson's growth, new fundraising and international expansion. He also shares how he intends to evolve the Filson brand while retaining its core audience.
Get more from Glossy with the daily newsletter, sent out each weekday morning. Visit glossy.co/newsletters to sign up.
In 2016, Neil Morgan discovered outdoor apparel brand Filson through a pop-up store in New York City and the fashion blog A Continuous Lean. Morgan was instantly drawn to the brand's heritage and quality, and that same year, he joined the Filson team as a part-time sales associate in Seattle. He then worked his way up into a full-time role, working in project management, operational and marketing roles. Morgan became president of the brand in 2022 before transitioning to COO and now head of strategy.
Under Morgan's leadership, Filson has recently earned buzz through appearances in series like the Western drama "Yellowstone." Now, Filson is moving into womenswear and considering expanding the brand experience to hotels and cafés. Its partnership with distribution company WP Lavori has also allowed Filson to make inroads in Europe. It has 11 stores in North America, with an 80-20 DTC-to-wholesale split. It's stocked at retailers including Huckberry.
On the latest Glossy Podcast, Morgan delves into Filson's growth, new fundraising and international expansion. He also shares how he intends to evolve the Filson brand while retaining its core audience.
Get more from Glossy with the daily newsletter, sent out each weekday morning. Visit glossy.co/newsletters to sign up.
30 min